Classic, Beautiful & Intriguing

The Challenge:

Having worked closely with the Garfield Weston Foundation to create their 60th Anniversary look and feel, the natural progression from this was to design the identity for the RHS Chelsea Flower Show. Celebrating the partnership between the Garfield Weston Foundation and the RHS in the creation of RHS Bridgewater, a new garden in the North West of England.

Farrows Approach:

We identified a need for a look which exuded a classical and ‘heritage’ tone, an identity which portrayed history as well as longevity. A classic serif font was selected, and strong heritage colours used to contrast against the flowers which intertwine the word-marks. Illustrations of flowers in a hand detailed approach reflect the specific flower species exhibited at the RHS Chelsea Flower Show. The way the flowers work around each letter form highlights the link between the garden and the partnership. This exaggerated the concept of the Garfield Weston Foundation becoming the heart of the garden. Ultimately the identity had to be confident, classic, yet beautiful and intriguing in the same breath which we feel was confidently portrayed.

As well as the creation of the identity look and feel, a video was required to show the full build of the garden over ten days. The video needed to be finished and approved the same day that the garden was completed for press and for the opening of RHS Chelsea Flower Show. We installed 2 x time lapse cameras on the first day of build that captured an image every 4 minutes. These ran every four minutes and were then interlinked with various cutaways and interviews taken on the final day of the build. Editing took place overnight just in time for press day at the show!